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GRADING RUBIC
CJS/221 - Week 3 Minority Groups and the Court System Paper
Benchmark Assessment
1 [OA] Signature Assignment: Minority Groups and the Court
System Paper100
11 Explain the difference between implicit biases and
stereotypes and explicit stereotyping and attitudes.(15%)
Does Not Meet Expectations1
Student fails to explain the difference between implicit biases
and stereotypes and explicit stereotyping and attitudes.
Approaches Expectations2
Student is able to recognize the difference between biases,
stereotypes and attitudes.
Meets Expectations3
Student demonstrates the ability to explain the difference
between implicit biases and stereotypes and explicit
stereotyping and attitudes.
Exceeds Expectations4
Student effectively analyzes implicit biases and stereotypes
versus explicit stereotyping and attitudes.
12 Discuss how biases might affect courtroom
proceedings.(20%)
Student fails to discuss how biases might affect courtroom
proceedings.
Student is able to identify bias in a courtroom proceeding.
Meets Expectations3
Student discusses how biases might affect courtroom
proceedings.

Student critiques how biases might affect courtroom
proceedings.
13 Analyze how racial disparity in sentencing affects the
judicial system.(20%)
Student fails to analyze how racial disparity in sentencing
affects the judicial system.
Student is able to explain racial disparity in sentencing.
Meets Expectations3
Student analyzes how racial disparity in sentencing affects the
judicial system.
Student effectively analyzes and evaluates how racial disparity
in sentencing affects the judicial system.
14 Summarize one of the articles discussed in your
collaborative group this week and include personal thoughts on
the issue covered by the article.(15%)
Student fails to summarize one of the articles discussed in his
or her collaborative group this week.
Student summarizes one of the articles discussed in his or her
collaborative group this week, but does not include personal
thoughts on the issue.
Meets Expectations3
Student summarizes one of the articles discussed in his or her
collaborative group this week and includes personal thoughts on
the issue.
Student summarizes the article, assesses the group discussion,
and effectively illustrates his or her thoughts on the issue.
15 Quality of written communication(10%)
Inconsistent grammar, spelling and paragraphing throughout

paper and inability to explain findings clearly. Surface errors
are pervasive enough that they impede communication of
meaning.
Adequate explanation of findings. Frequent and repetitive
mechanical errors distract the reader. Inconsistencies in
language, sentence structure, and/or word choice are present.
Meets Expectations3
Clear and logical written explanation of findings. Some
mechanical errors or typos are present, but are not overly
distracting to the reader. Correct sentence structure and
audience-appropriate language are used.
Exceptionally concise written explanation of findings. Prose is
free of mechanical errors. A variety of sentence structures and
effective figures of speech are used. Writer is clearly in
command of standard, written, academic English.
16 Use of APA Format/Style(10%)
APA format and style are not evident.
Missing APA elements; in-text citations, where necessary, are
used but formatted inaccurately and not referenced.
Meets Expectations3
All key elements of an APA title page are present; In-text
citations and a reference page are present with few format
errors. Mechanics of writing are reflective of APA style.
A broad understanding of APA format and style is evident.
Accurate citations and references are presented. No APA errors
are evident.
17 Organization(10%)
The tone is not appropriate to the content and assignment. The
introduction does not provide a sufficient background on the
topic or preview major points. Paragraph transitions are not

present or logical, and do not maintain the flow throughout the
paper. The conclusion is not logical, does not flow from the
body of the paper, and does not review the major points.
The tone is somewhat appropriate to the content and
assignment. The introduction provides some background on the
topic and previews some major points. Paragraph transitions are
somewhat present, logical, and marginally maintain the flow
throughout the paper. The conclusion is somewhat logical, flows
slightly from the body of the paper, and reviews some major
points.
Meets Expectations3
The tone is acceptable to the content and assignment. The
introduction provides an acceptable background on the topic and
previews major points. Paragraph transitions are acceptable
present, logical, and maintain the flow throughout the paper.
The conclusion is acceptable and is logical, flows from the body
of the paper, and reviews the major points.
The tone is exceptional to the content and assignment. The
introduction is exceptional and provides a thorough background
on the topic and previews major points. Paragraph transitions
are exceptional and present, logical, and maintain the flow
throughout the paper. The conclusion is exceptional and logical,
flows from the body of the paper, and reviews the major points.
PART SIX
THE COUNTRY NOTEBOOK OUTLINE
Cultural Analysis
Economic Analysis

Market Audit and Competitive Market Analysis
Preliminary Marketing Plan
Country Notebook
THE COUNTRY NOTEBOOK—A GUIDE FOR
DEVELOPING A MARKETING PLAN
cat29974_cn_593-601.indd 593cat29974_cn_593-601.indd
593 22/08/12 11:00 PM22/08/12 11:00 PM
594 Part 6 Supplementary Material
The first stage in the planning process is a preliminary country
analysis. The marketer needs basic information to evaluate a
coun-
try market’s potential, identify problems that would eliminate a
country from further consideration, identify aspects of the coun-
try’s environment that need further study, evaluate the
components
of the marketing mix for possible adaptation, and develop a
strate-
gic marketing plan. One further use of the information collected
in
the preliminary analysis is as a basis for a country notebook.
Many companies, large and small, have a country notebook
for
each country in which they do business. The country notebook
contains information a marketer should be aware of when
making
decisions involving a specific country market. As new
information
is collected, the country notebook is continually updated by the

country or product manager. Whenever a marketing decision is
made involving a country, the country notebook is the first data-
base consulted. New-product introductions, changes in advertis-
ing programs, and other marketing program decisions begin
with
the country notebook. It also serves as a quick introduction for
new personnel assuming responsibility for a country market.
This section presents four separate guidelines for collection
and
analysis of market data and preparation of a country notebook:
(1) guideline for cultural analysis, (2) guideline for economic
analysis, (3) guideline for market audit and competitive
analysis,
and (4) guideline for preliminary marketing plan. These
guidelines
suggest the kinds of information a marketer can gather to
enhance
planning.
The points in each of the guidelines are general. They are de-
signed to provide direction to areas to explore for relevant data.
In each guideline, specific points must be adapted to reflect a
company’s products and/or services. The decision as to the
appro-
priateness of specific data and the depth of coverage depends on
company objectives, product characteristics, and the country
mar-
ket. Some points in the guidelines are unimportant for some
coun-
tries or some products and should be ignored. Preceding
chapters
of this book provide specific content suggestions for the topics
in
each guideline.
I. CULTURAL ANALYSIS

The data suggested in the cultural analysis include information
that helps the marketer make market planning decisions.
However,
its application extends beyond product and market analysis to
being an important source of information for someone interested
in understanding business customs and other important cultural
features of the country.
The information in this analysis must be more than a
collection
of facts. Whoever is responsible for the preparation of this
material
should attempt to interpret the meaning of cultural information.
That is, how does the information help in understanding the
effect
on the market? For example, the fact that almost all the popula-
tions of Italy and Mexico are Catholic is an interesting statistic
but
not nearly as useful as understanding the effect of Catholicism
on
values, beliefs, and other aspects of market behavior.
Furthermore,
even though both countries are predominantly Catholic, the
influ-
ence of their individual and unique interpretation and practice
of
Catholicism can result in important differences in market
behavior.
I. Introduction
Include short profiles of the company, the product to be
exported, and the country
with which you wish to trade.
II. Brief discussion of the country’s relevant history
III. Geographical setting

A. Location
B. Climate
C. Topography
IV. Social institutions
A. Family
1. The nuclear family
2. The extended family
3. Dynamics of the family
a. Parental roles
b. Marriage and courtship
4. Female/male roles (changing or static?)
B. Education
1. The role of education in society
a. Primary education (quality, levels of development, etc.)
b. Secondary education (quality, levels of development, etc.)
c. Higher education (quality, levels of development, etc.)
2. Literacy rates
C. Political system
1. Political structure
2. Political parties
3. Stability of government
4. Special taxes
5. Role of local government
Guideline
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Country Notebook A Guide for Developing a Marketing Plan
595
D. Legal system
1. Organization of the judiciary system
2. Code, common, socialist, or Islamic-law country?
3. Participation in patents, trademarks, and other conventions
E. Social organizations
1. Group behavior
2. Social classes
3. Clubs, other organizations
4. Race, ethnicity, and subcultures
F. Business customs and practices
V. Religion and aesthetics
A. Religion and other belief systems
1. Orthodox doctrines and structures
2. Relationship with the people
3. Which religions are prominent?
4. Membership of each religion
5. Any powerful or influential cults?
B. Aesthetics
1. Visual arts (fine arts, plastics, graphics, public art, colors,
etc.)
2. Music
3. Drama, ballet, and other performing arts
4. Folklore and relevant symbols
VI. Living conditions
A. Diet and nutrition

1. Meat and vegetable consumption rates
2. Typical meals
3. Malnutrition rates
4. Foods available
B. Housing
1. Types of housing available
2. Do most people own or rent?
3. Do most people live in one-family dwellings or with other
families?
C. Clothing
1. National dress
2. Types of clothing worn at work
D. Recreation, sports, and other leisure activities
1. Types available and in demand
2. Percentage of income spent on such activities
E. Social security
F. Healthcare
VII. Language
A. Official language(s)
B. Spoken versus written language(s)
C. Dialects
VIII. A Briefing on Negotiation Style (ours and theirs)
IX. Executive summary
After completing all of the other sections, prepare a two-page
(maximum length)
summary of the major points and place it at the front of the
report. The purpose
of an executive summary is to give the reader a brief glance at
the critical points of

your report. Those aspects of the culture a reader should know
to do business in the
country but would not be expected to know or would find
different based on his or
her SRC should be included in this summary.
X. Sources of information
XI. Appendixes
595 22/08/12 11:00 PM22/08/12 11:00 PM
II. ECONOMIC ANALYSIS
The reader may find the data collected for the economic
analysis
guideline are more straightforward than for the cultural analysis
guideline. There are two broad categories of information in this
guideline: general economic data that serve as a basis for an
evalu-
ation of the economic soundness of a country, and information
on
channels of distribution and media availability. As mentioned
pre-
viously, the guideline focuses only on broad categories of data
and
must be adapted to particular company and product needs.
I. Introduction
II. Population
A. Total

1. Growth rates
2. Number of live births
3. Birthrates
B. Distribution of population
1. Age
2. Sex
3. Geographic areas (urban, suburban, and rural density and
concentration)
4. Migration rates and patterns
5. Ethnic groups
III. Economic statistics and activity
A. Gross national product (GNP or GDP)
1. Total
2. Rate of growth (real GNP or GDP)
B. Personal income per capita
C. Average family income
D. Distribution of wealth
1. Income classes
2. Proportion of the population in each class
3. Is the distribution distorted?
E. Minerals and resources
F. Surface transportation
1. Modes
2. Availability
3. Usage rates
4. Ports
G. Communication systems
1. Types

2. Availability
3. Usage rates
H. Working conditions
1. Employer–employee relations
2. Employee participation
3. Salaries and benefits
I. Principal industries
1. What proportion of the GNP does each industry contribute?
2. Ratio of private to publicly owned industries
J. Foreign investment
1. Opportunities?
2. Which industries?
K. International trade statistics
1. Major exports
a. Dollar value
b. Trends
2. Major imports
a. Dollar value
b. Trends
Guideline
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597

3. Balance-of-payments situation
a. Surplus or deficit?
b. Recent trends
4. Exchange rates
a. Single or multiple exchange rates?
b. Current rate of exchange
c. Trends
L. Trade restrictions
1. Embargoes
2. Quotas
3. Import taxes
4. Tariffs
5. Licensing
6. Customs duties
M. Extent of economic activity not included in cash income
activities
1. Countertrades
a. Products generally offered for countertrading
b. Types of countertrades requested (barter, counterpurchase,
etc.)
2. Foreign aid received
N. Labor force
1. Size
2. Unemployment rates
O. Inflation rates
IV. Developments in science and technology
A. Current technology available (computers, machinery, tools,
etc.)

B. Percentage of GNP invested in research and development
C. Technological skills of the labor force and general
population
V. Channels of distribution (macro analysis)
This section reports data on all channel middlemen available
within the market.
Later, you will select a specific channel as part of your
distribution strategy.
A. Retailers
1. Number of retailers
2. Typical size of retail outlets
3. Customary markup for various classes of goods
4. Methods of operation (cash/credit)
5. Scale of operation (large/small)
6. Role of chain stores, department stores, and specialty shops
B. Wholesale middlemen
1. Number and size
2. Customary markup for various classes of goods
3. Method of operation (cash/credit)
C. Import/export agents
D. Warehousing
E. Penetration of urban and rural markets
VI. Media
This section reports data on all media available within the
country or market.
Later, you will select specific media as part of the promotional
mix and strategy.
A. Availability of media
B. Costs
1. Television

2. Radio
3. Print
4. Internet
5. Other media (cinema, outdoor, etc.)
C. Agency assistance
597 22/08/12 11:00 PM22/08/12 11:00 PM
D. Coverage of various media
E. Percentage of population reached by each medium
VII. Executive summary
After completing the research for this report, prepare a two-
page (maximum)
summary of the major economic points and place it at the front
VIII. Sources of information
IX. Appendixes
III. MARKET AUDIT AND
COMPETITIVE MARKET ANALYSIS
Of the guidelines presented, this is the most product or brand
specific. Information in the other guidelines is general in
nature,
focusing on product categories, whereas data in this guideline
are
brand specific and are used to determine competitive market
con-
ditions and market potential.
Two different components of the planning process are

reflected
in this guideline. Information in Parts I and II, Cultural
Analysis
and Economic Analysis, serve as the basis for an evaluation of
the
product or brand in a specific country market. Information in
this
guideline provides an estimate of market potential and an
evaluation
of the strengths and weaknesses of competitive marketing
efforts.
The data generated in this step are used to determine the extent
of
adaptation of the company’s marketing mix necessary for
successful
market entry and to develop the final step, the action plan.
The detailed information needed to complete this guideline is
not necessarily available without conducting a thorough market-
ing research investigation. Thus another purpose of this part of
the
country notebook is to identify the correct questions to ask in a
formal market study.
I. Introduction
II. The product
A. Evaluate the product as an innovation as it is perceived by
the intended market
1. Relative advantage
2. Compatibility
3. Complexity
4. Trialability
5. Observability
B. Major problems and resistances to product acceptance based

on the preceding
evaluation
III. The market
A. Describe the market(s) in which the product is to be sold
1. Geographical region(s)
2. Forms of transportation and communication available in that
(those)
region(s)
3. Consumer buying habits
a. Product-use patterns
b. Product feature preferences
c. Shopping habits
4. Distribution of the product
a. Typical retail outlets
b. Product sales by other middlemen
5. Advertising and promotion
a. Advertising media usually used to reach your target
market(s)
b. Sales promotions customarily used (sampling, coupons, etc.)
6. Pricing strategy
a. Customary markups
b. Types of discounts available
B. Compare and contrast your product and the competition’s
product(s)
1. Competitors’ product(s)
a. Brand name
b. Features

c. Package
2. Competitors’ prices
Guideline
598 22/08/12 11:00 PM22/08/12 11:00 PM
599
3. Competitors’ promotion and advertising methods
4. Competitors’ distribution channels
C. Market size
1. Estimated industry sales for the planning year
2. Estimated sales for your company for the planning year
D. Government participation in the marketplace
1. Agencies that can help you
2. Regulations you must follow
IV. Executive summary
Based on your analysis of the market, briefly summarize (two-
page maximum)
the major problems and opportunities requiring attention in your
marketing mix,
and place the summary at the front of the report.
V. Sources of information
VI. Appendixes
IV. PRELIMINARY MARKETING PLAN

Information gathered in Guidelines I through III serves as the
basis for developing a marketing plan for your product or brand
in a target market. How the problems and opportunities that sur-
faced in the preceding steps are overcome or exploited to
produce
maximum sales and profits are presented here. The action plan
reflects, in your judgment, the most effective means of
marketing
your product in a country market. Budgets, expected profits and
losses, and additional resources necessary to implement the pro-
posed plan are also presented.
I. The marketing plan
A. Marketing objectives
1. Target market(s) (specific description of the market)
2. Sales forecast years 1–5
3. Profit forecast years 1–5
4. Market penetration and coverage
B. SWOT Analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
C. Product adaptation or modification—Using the product
component model as
your guide, indicate how your product can be adapted for the
market.
1. Core component
2. Packaging component
3. Support services component
D. Promotion mix

1. Advertising
a. Objectives
b. Media mix
c. Message
d. Costs
2. Sales promotions
a. Objectives
b. Coupons
c. Premiums
d. Costs
3. Personal selling
4. Other promotional methods
E. Distribution: From origin to destination
1. Port selection
a. Origin port
b. Destination port
Guideline
599 22/08/12 11:00 PM22/08/12 11:00 PM
2. Mode selection: Advantages/disadvantages of each mode
a. Railroads
b. Air carriers
c. Ocean carriers
d. Motor carriers

3. Packing
a. Marking and labeling regulations
b. Containerization
c. Costs
4. Documentation required
a. Bill of lading
b. Dock receipt
c. Air bill
d. Commercial invoice
e. Pro forma invoice
f. Shipper’s export declaration
g. Statement of origin
h. Special documentation
5. Insurance claims
6. Freight forwarder. If your company does not have a
transportation or traffic
management department, then consider using a freight
forwarder. There are
distinct advantages and disadvantages to hiring one.
F. Channels of distribution (micro analysis). This section
presents details about the
specific types of distribution in your marketing plan.
1. Retailers
a. Type and number of retail stores
b. Retail markups for products in each type of retail store
c. Methods of operation for each type (cash/credit)
d. Scale of operation for each type (small/large)
2. Wholesale middlemen
a. Type and number of wholesale middlemen

b. Markup for class of products by each type
c. Methods of operation for each type (cash/credit)
d. Scale of operation (small/large)
3. Import/export agents
4. Warehousing
a. Type
b. Location
G. Price determination
1. Cost of the shipment of goods
2. Transportation costs
3. Handling expenses
a. Pier charges
b. Wharfage fees
c. Loading and unloading charges
4. Insurance costs
5. Customs duties
6. Import taxes and value-added tax
7. Wholesale and retail markups and discounts
8. Company’s gross margins
9. Retail price
H. Terms of sale
1. EX works, FOB, FAS, C&F, CIF
2. Advantages/disadvantages of each
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601
I. Methods of payment
1. Cash in advance
2. Open accounts
3. Consignment sales
4. Sight, time, or date drafts
5. Letters of credit
II. Pro forma financial statements and budgets
A. Marketing budget
1. Selling expense
2. Advertising/promotion expense
3. Distribution expense
4. Product cost
5. Other costs
B. Pro forma annual profit and loss statement (first year
through fifth year)
III. Resource requirements
A. Finances
B. Personnel
C. Production capacity
IV. Executive summary
After completing the research for this report, prepare a two-
page (maximum)
summary of the major points of your successful marketing plan,
and place it at the
front of the report.
V. Sources of information
VI. Appendixes

The intricacies of international operations and the complexity
of the environment
within which the international marketer must operate create an
extraordinary
demand for information. When operating in foreign markets, the
need for thorough
information as a substitute for uninformed opinion is equally
important as it is in
domestic marketing. Sources of information needed to develop
the country notebook
and answer other marketing questions are discussed in Chapter
8 and its appendix.
Summary
Market-oriented firms build strategic market plans around com-
pany objectives, markets, and the competitive environment.
Plan-
ning for marketing can be complicated even for one country, but
when a company is doing business internationally, the problems
are multiplied. Company objectives may vary from market to
mar-
ket and from time to time; the structure of international markets
also changes periodically and from country to country; and the
competitive, governmental, and economic parameters affecting
market planning are in a constant state of flux. These variations
require international marketing executives to be especially
flexible
and creative in their approach to strategic marketing planning.
601 22/08/12 11:00 PM22/08/12 11:00 PM

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